Zug, Switzerland – Infront, a leading sports marketing company, today announced the acquisition of Threshold Sports, a UK-based organiser of sports challenge events. The agreement adds numerous events and another key market to Infront's growing Personal & Corporate Fitness portfolio.
Founded in 2008, London-based Threshold has differentiated itself through the development of unique public events, such as a 9-day, 1,500 km cycling challenge, and tailor-made corporate events designed to unlock people’s potential. Infront will add Threshold's existing public events to its portfolio, including Ride Across Britain, Race to the Stones, London Revolution, Race to the King and Race to the Tower. Threshold founder Julian Mack and CEO Nick Tuppen will continue to lead the company.
Hans-Peter Zurbruegg, Infront Vice President Personal & Corporate Fitness, said: "Threshold's portfolio of high-quality events creates unique client experiences and emotions and aligns completely with our active lifestyle strategy, always aiming to promote a personal and corporate fitness. We are pleased to add their events and expertise to our portfolio, while broadening our presence in the UK market. There will be great opportunities to cross-leverage the respective properties and assets of both companies, bringing their established event formats to continental Europe and vice versa."
Nick Tuppen, CEO of Threshold added: "Threshold has been on an incredible journey over the last ten years. We are always searching for new opportunities to take our mantra of More Is In You™ to more people and Infront’s unrivalled expertise and shared values make them the ideal partner to expand into Europe and beyond. It marks a hugely exciting new chapter for the company.”
Infront has placed strategic focus on building its Personal & Corporate Fitness portfolio – from the acquisition of B2Run in 2013, to the recent acquisitions of BARMER Women's Run, XLETIX Challenge and Muddy Angels Run in 2018. Its footprint of events now spans 12 countries and offers more than 500,000 participants a wide range of fitness challenges.
About Infront
Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from 39 offices across more than 14 countries, delivering 4,100 event days of top class sport around the world every year.
About Threshold
Threshold Sports are a London based event agency who believe that MORE IS IN YOU™. Their Purpose is to help people realise their potential through world class outdoor and challenge events.They do this by:• Supporting individuals to go beyond what they feel is possible• Showing companies how they can fulfil their potential as responsible businesses • Enabling charities to maximise their fundraising and supporter engagement • Inspiring our employees to be the best versions of themselvesTheir events range from accessible walking challenges for those taking their first steps towards a more active lifestyle, through to multi-day epics that take participants across continents via mountains, deserts and coastlines and to their physical and mental limits.
